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1. New Product Strategies

1.1. Market-Skimming Pricing

1.2. Market-Penetration Pricing

2. Price definition

2.1. The role of price

3. Considerations in setting price

3.1. Internal Factors

3.1.1. Company's Objectives

3.1.2. Company's MKT strategy

3.1.3. MKT mix

3.1.4. Organizational factors

3.2. External Factors

3.2.1. The Economy

3.2.2. Types of Market

3.2.3. Demand

4. Stages for establishing prices

4.1. Developing Pricing Objectives

4.1.1. Brand objectives

4.1.2. Customers objectives

4.1.3. Sales objectives

4.1.4. Competition Objectives

4.1.5. Intermediaries Objectives

4.2. Estimate Demand

4.2.1. Demand Curves Shifts in Demand Estimating Demand

4.2.2. Price - Demand Relationship Price Elasticity How to reduce customers' price sensitivity

4.3. Determining Costs

4.3.1. Variable Costs

4.3.2. Fixed Costs

4.3.3. Break-even Analysis

4.4. Evaluating the Pricing Environment

4.4.1. National Economy

4.4.2. Competition Pure/ Perfect Competition Monopolistic Competition Oligopolistic Competition Pure monopoly

4.4.3. Consumer trends

4.5. Developing Pricing Strategies

4.5.1. Cost-based Strategies Cost-plus Pricing Markup Pricing

4.5.2. Price Adjustment Strategies Discount & Allowance Pricing Cash discount Quantity Discount Functional/ Trade Discount Seasonal Discount Trade-in Allowances Promotional Allowances Segmented Pricing Customer-Segmented Pricing Product Form Pricing Location-based Pricing Time-based Pricing Psychological Pricing Psychological Prices Reference Prices Promotional Pricing Special-event Pricing Flash Sales Cash Rebates Geographical Pricing Dynamic & Internet Pricing International Pricing

4.5.3. Customer needs-based Strategies Good-value Pricing (EDLP) Value-added Pricing

4.5.4. Competition-based Strategies

4.6. Customer demand-based Strategies

4.6.1. Target Costing

4.6.2. Yield Management Pricing

4.7. Choose Pricing Tactics

4.7.1. Pricing for Individual Products Two-part Pricing Payment Pricing

4.7.2. Pricing for Multiple Products Price Bundling Captive Pricing

4.7.3. Distribution-based Pricing FOB Pricing Basing-point Pricing Uniform delivered Pricing Freight Absorption Pricing

4.7.4. Discounting for Channel Members